Communication System Of Singapore Airlines †MyAssignmenthelp.com

Question: Discuss about the Communication System Of Singapore Airlines. Answer: Singapore Airlines is a globally renowned brand. It also stands amongst the most profitable airline companies across the globe. Services rendered by Singapore Airlines are the major reasons for the success of the organization and this has helped them to develop an effective image in the competitive business environment of airline industry. Internal and external communication and training related aspects plays crucial role in order to uplift organizational performance. External communication system is essential for developing effective relationship with potential consumers and it also plays vital role in spreading awareness amongst the target audience. Apart from this, external communication is used for advertisement, developing public relations, and the like. It helps the organization to develop a distinctive and effective image in the market in relevance with the competitors. On the other hand, there is an internal communication and training system which contributes pretty high in t he success and growth of the organization (Singapore Airlines, 2018). This report will focus over the internal communication system and training procedures adopted by the Singapore Airlines in order to develop an effective brand image. Internal branding strategy of Singapore Airlines will be covered under this report which will focus over taking care of employees needs and providing them training on the basis of organizational requirements. Employees are considered as the most crucial source for an organization in order to accomplish the desired tasks in the expected manner so that desired goals could easily be acquired. Thus, internal training and branding strategy also plays vital role in the success and growth of the organization. Singapore Airlines (SIA) was established in 1972 and today it is one of the top rated airline companies. It is also known as the flag carrier for Singapore. Apart from Singapore, they serve in various countries in Asia, Europe, Australia and other regions of the globe. In a very short time period, SIA has developed an effective image in the marketplace along with effective goodwill amongst target and potential consumers. SIAs world class services, modern fleet and innovative offerings have won the organization abundant national and international awards over years (Chong, 2007). It was awarded as the best airline company in 2005 by Conde Nest Traveler. Along with this, it was also awarded as the worlds best international airline in the same year by Travel and Leisure Magazine. Success factor of Singapore Airlines is their internal branding strategy which helps them to grow, gain competitive advantage as well as to develop effective relations with consumers and employees (Aaker Joachi msthaler, 2012). Internal Communication System of Singapore Airlines Employee communication system adopted by the Singapore Airlines is majorly concerned with the corporate values and the mission of the company. Primary mission of Singapore Airlines is to be on the peak position in terms of providing airline transportation services in the global category. Apart from this, mission statement of SIA also includes providing best quality services and maximising the rate of return for the benefit of its shareholders and of employees. These are the crucial objectives through which organization will be able to gain its desired goals and the objectives easily and effectively along with attaining competitive advantage in the marketplace. Safety, customers priority, integrity, teamwork and concerned for employees are certain primary corporate values for Singapore Airlines (Baumgarth Schmidt, 2010). People Network department controls employee communication system. This department reports to the Senior Vice-President of Human Resources team and he is the member of management committee which takes all exclusive and important decisions on behalf of the company. Chief Executive Officer is the most senior authority of the organization and Senior Vice-President directly reports to the CEO. Primary role of People Network department is to develop strong and effective relationships amongst employees and management in order to attain desired goals and the objectives. With the help of effective communication system, organization used to share core values, mission and other strategic directions of the company with employees (Chong, 2007). This helps the management to develop a positive image amongst the employees for company. This communication system includes face-to-face meetings, extracurricular activities, and communication channels. These mediums also help the management to conduct int eractive sessions in order to make bond amongst the team members as well as with the management so that expected and effective outcomes could be acquired (Canterberry Gillath, 2013). Apart from the People Network System for developing and maintaining effective relationship amongst the employees and management, organization has also adopted several other options through which core values of the organization are conveyed to the employees through four stages during their tenure. Firstly, it is conveyed while candidates join the company then at the training and development programs. After that, core values of the organization are conveyed to employees through corporate events and lastly through corporate communication channels like Outlook. In these four stages, employees are provided with required and necessary information related to their job (Danthiir, Wilhelm Roberts, 2012). Along with job information, duties and responsibilities are also given to them so that the assigned task could be accomplished in an appropriate manner. Training sessions and development programs are conducted for the employees in order to teach them the way of behaving and treating a consum er, serving a consumer as well as the way of responding a consumers query. With the help of this method, organization is being able to develop an effective image in the marketplace along with developing effective relationship with potential consumers. Regular updates and innovations are also made in these programs through which consumer and employee satisfaction could be enhances as these two are the most crucial pillars for the success of an organization (De Chernatony, 2010). Singapore Airlines internal branding strategy also consist an evaluation system under which companys core values are aligned with behaviour. This alignment is also considered as the crucial performance indicator in terms of employees annual appraisals. Evaluation process helps the employees to determine their performance and the gap between organizational expectations (Chong, 2007). While conducting evaluation programs, consultants arrange additional training sessions for the employees in order to improve weak employees efficiency. Cabin crew is another crucial department which directly interacts with the passengers and serves them. In order to train cabin crew employees, Singapore Airlines management conducts a four month training session under which all aspects are being covered which are essential for rendering best and effective services to the passengers. This training session focuses over soft skills and over functional skills (Foster, Punjaisri Cheng, 2010). Soft skills pertain to the intercultural communication, personal dignity and convincing strategies for negotiating with the demanding passengers. After completion of this four month rigorous training, candidates are asked to face a three stage interview to get selected in the team of cabin crew. Candidates are selected on the basis of their knowledge and skills which were taught in the training and development sessions. Candidates knowledge and learning are being compared with the things which were taught during training sessions. And only most reliable and promising candidates are being appointed in the organization. Once selected candidates join SIA, the training assists them to enrich alignment between the cabin crew's personal value system and Singapore Airlines corporate values. Cabin crew is the most essential department which helps the organization to develop and maintain positive image in front of the passengers. This is the major reason candidates are required to pass three staged rigorous interview (Heracleous Wirtz, 2010). In the initial stages of training, trainees are taught to establish various values like greeting passengers in positive manner, communicating with them with making eye contact. With these ways, passengers could be served in a positive way along with resolving their queries. One of the crucial core values of cabin crew department is customer first. To practice this value, they are trained in such a manner so that cabin crew members could be able to take care of the passengers with a smile on their face infect in duress conditions. In addition, Singapore Airlines provides free language-and-culture classes aimed at improving crew's understanding of their passengers (Heracleous Wirtz, 2012). Training does not stop after four month training programs, it continues for entire tenure of an employee. On the job training method is being adopted by the management of SIA in order to keep its employees updated. This helps the organization to meet with the customers expectations as well as with t he latest market trend. Evaluation program is also practiced continuously in order to match the employees personal values with the organizational core values. This forces the employees to perform adequately as per organizational expectations as well as to pass the evaluation test. It is a continuing process that requires an adequate management attention (Heracleous Wirtz, 2014). Singapore Airlines has also adopted a strategy named SOAR (Service over and above the rest) which describes companys mission to the employees. SOAR strategy also focuses over uplifting organizational performance in comparison to its competitors. This strategy has the potential to align companys core values with the crews personal values which helps them to improve efficiency to serve the passengers appropriately. For instance, one of the core value of SIA is Customer First is connected with the SOAR value which is smile on passengers face while travelling (Kapferer, 2012). SOAR session also includes the sharing of practical scenarios and situations by the previous and experienced crew members in order to aware the new members with the situations which may arise. This helps the crew members to prepare accordingly as well as it is also essential in terms of improving employees efficiency. The four month training program also covers various aspects such as behavioural training, maintaining body language training which includes all elements from face expression to physical appearance in front of the passengers. Combination of core and SOAR values helps the organization to establish strong relations amongst the potential consumers along with acquiring organizational desired objectives. Apart from the cabin crew members, frontline employees also plays vital role in demonstrating companys core values. For this, they are provided with an effective training program known as Transforming Customer Service (Keller, Parameswaran Jacob, 2011). Above mentioned techniques are certain crucial elements through which Singapore Airlines have made their internal branding strategy strong and efficient. In order to improve the performance of the organization along with determining the areas within the organization with the scope of improvement, management of the organization continuously conducts evaluation programs. With the help of these techniques, organization has managed to develop effective relationship amongst the employees and customers. This is the most crucial aspect of internal branding strategy of Singapore Airlines and this has lead the organization to gain competitive advantage. Apart from the internal branding strategy, Singapore Airlines external strategies such as promotional andmarketing strategies are also effective enough. Primary reason of success of the organization is the combination of both internal as well as external branding strategies through which they have attained competitive advantage in the target a nd potential market (Chhabra Sharma, 2014). The efforts which are implemented by the organization in order to produce the goods and services are known as operations. And the management is the term which includes activities through which the strategies are implemented for accomplishing the tasks in an effective. This report will include the discussion regarding the operations management of Singapore Airlines. Along with these variables, there are numerous attributes which needs to be considered while increasing the effectiveness of the services rendered to the target audience. With the help of above factors, organization could determine the effectiveness of their services as well as it is also helpful for the organization to attain its desired goals and the objectives (Pinar, et. al., 2011). Primary aim of increasing the effectiveness of the services or products are to gain more benefits, for increasing the revenues, for increasing the demand of organizational products and services and for gaining the competitive advantage over competitors (Porter, 2011). Along with this, it is quite effective in increasing the customer base and market share of the organization in the international airline industry. Organization would be able to accomplish its desired goals and the objectives on the basis of the managements expectations. With this process, quality of the services could be enhanced on the basis of target audiences requirements as well as on the basis of managements expectations. Along with this, another crucial objective of implementing this process is to provide value added services to the consumers along with the primary service for entertaining the experience of the consumers as well as for uplifting their image in the consumers perceptive for the organization (Sharma Kamalanabhan, 2012). Singapore Airlines has also adopted the customer feedback system in order to generate positive outcomes. This strategy will help the organization to improve the quality and effectiveness of their services in relevance with the customers requirements. This will help the organization to maintain the quality of their services due to which organization will be able to attain its goals and the objectives for expanding their international market presence (Srivastava Thomas, 2010). From the evaluation process, it was observed that more than 83% employees of the organization indicated that they had a clear understanding regarding companys goals and objectives. While evaluating, it was also observed that the crew and non-crew employees understand the effectiveness of training and internal communication system. Employees of Singapore Airlines have rated these programs above average. With the help of these ratings, effectiveness and efficiency of training programs and team building activities could be analysed. These programs help the employees to understand organizational process, requirements and the measures practiced within the workplace in order to accomplish the tasks (Van Deursen van Dijk, 2015). Organization could also easily covey its message and information to the newly joined employees with the help of training and interaction sessions. In summary, Singapore Airlines main motive behind conducting training programs and interactive sessions are enhancing employees efficiency as well as to mould their skills and knowledge as per organizational expectations (King Grace, 2010). Singapore Airlines multi-faceted model also describes the effectiveness of the training and internal communication programs. In the multi-faceted model of corporate identity five aspects are being included i.e. projected identity, professed identity, manifested identity, attributes identity and experienced identity. With the help of these aspects of the multi-faceted model of corporate identity in order to increase the effectiveness of the model as well as to uplift the performance of the organization in the target market, organization has attained its desired goals and objectives along with acquiring relevant competitive advantage (Wilden, Gudergan Lings, 2010). From the aforesaid information, it can be concluded that the Singapore Airlines internal and external branding strategies are effective enough to gain desired outcomes as per managements expectations. 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